DEERFIELD, IL -- Mondelez International Inc. announced a strategic partnership with Facebook, as the maker of Oreo cookies and Trident gum continues to shift more media spending to digital and mobile platforms. The partnership includes opportunities to opt into Facebook's beta-testing programs and access to its research.

The agreement covers 52 countries, including the United States, the UK, France, Brazil, India, Indonesia and the Gulf states.

"For the first time, we'll be able to incorporate Facebook at the core of our media investment plans," said Bonin Bough, Mondelez vice-president of global media and consumer engagement. "This isn't just about having a social media strategy; it's about digitizing our entire approach to communications."

Facebook vice-president of global marketing solutions Carolyn Everson emphasized that today's marketers are leveraging technology to bring a personal touch to their businesses with the scale and efficiency of mass media.

"Every day, people spend more of their time on mobile and on Facebook, which is built around people and the things they care about," she said. "We're excited to team up with Mondelez International to make marketing personal again."